The Week's Features
But New York State towmen vow to continue fight
The severity of the damage made this a difficult recovery
Company name starts the creative process for graphics company
New Justice Gorsuch renders first opinion in ruling
IQV20 kits designed to provide versatility
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Events
Tow Expo Dallas
Dallas, TX.
August 17-19, 2017
AT Exposition
Baltimore, MD.
Nov. 17-19, 2017
AT ShowPlace
Las Vegas, NV.
May 9-11, 2018
Don't Miss It!
CIRT President Bobby Tuttle's "Insurance Strategies for Today's Volatile Market" seminar will provide information on what is happening with the increase of insurance premiums in the towing industry, the types of claims that the underwriters are identifying as causes for increasing premiums and possible strategies that towing companies could employ to help reduce their claims and rates. This seminar will take place during Tow Expo Dallas, August 17-19, 2017 at the Gaylord Texan Resort in Grapevine, Texas.

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American Towman Magazine Presents the Week in TowingJune 21 - June 27, 2017

City, State
RATES
Midwest:
Sheridan, IN
$125
(Pop. 2,665)
West:
Eastsound, WA
$164
(Pop. 4,500)
East:
Blackwood, NJ
$100
(Pop. 4,545)
South:
Byron, GA
$125
(Pop. 2,887)
Light-Duty nonconsensual tow rates as provided by Police Towers of America.
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Your Business Will Change—[b]Will You Change With It?

photo 42c74By Don Archer

The other day a couple came in to check on a vehicle that I was sure I'd be stuck with. It was a 2002 Ford Explorer that had been with us for more than two weeks. When they walked in I was fully expecting to have a fight on my hands.

But their calm, relaxed demeanor disarmed me. There was no one yelling and screaming about how the bill was going to get paid, nobody pounded the desk arguing over the appropriateness of the charges ... and the customers were relatively calm as well.

They stayed about 20 minutes, gathering their belongings and just talking. That's when I learned that before this happened, their plans were to get a divorce; but since being involved in the accident, parting ways was all but forgotten.

I couldn't understand how a shift like that could have occurred so quickly; but I congratulated them all the same.

When a salvage company picked up the Explorer a few days later, I was paid in full. I was happy to get paid; but what was interesting was how I'd reacted to them while they were there.

When I started in this business I believed that to do well, everything was either black or white. If an accident customer didn't pay and had liability-only insurance ... well, let's just say they were less than desirable to deal with.

But if they were fully insured, then this was "good people" ... a good customer.

When it came to these folks my attitude had changed. I was relaxed and maybe a little detached from minding the store. I wasn't sure why.

Then I remembered when I was that young and going through some similar issues.

I was 26 and had only been married for about four years, and I wasn't very good at being a husband. I'd made some bad decisions. Because of decisions I'd made, my wife left. We didn't talk about getting a divorce; I just woke up one day, and she and the kids were gone.

When this happened I was forced to question what I really wanted. Did I want to continue being married? Did I want my kids calling some other guy "daddy?" Was I OK with living without this woman?

After I thought about it and finally realized that I wasn't OK with it, I changed.

For me to get to that point—to actually make a change that meant something—I had to experience a huge amount of pain. Maybe that's what this young couple experienced after the accident, the possibility of losing—for good—someone they cared dearly about.

I believe that our desire to move away from pain is the only way we change. Just like different people have different thresholds for pain, change can occur at varying degrees of discomfort.

You may decide while sitting at your desk or behind the steering wheel that you don't like the feel of that extra suitcase of fat you're carrying above your belt. You might decide to do something about it and start eating right and exercising. Someone else might require much more pain and discomfort to make the same changes. Sure, they can feel the same pull to make a change; but before they allow themselves to do it, diabetes and heart disease will have developed.

For each of us, the pain/change threshold is different and self-determined, which means we can realize that our threshold is high and make a change before we reach it. Unfortunately, most of us don't.

Motor vehicle accidents are traumatic events and, regardless of insurance coverage limits, when they occur the people involved deserve to receive the same level of service and respect when it comes to sorting out the mess. Whether it takes you a couple of businesses and a loss of income or just a few mistakes to realize this, it's something we all must be aware of and work to resolve as quickly as possible.

Don G. Archer and his wife, Brenda, own and operate Broadway Wrecker in Jefferson City, MO. Don is also multi-published author, educator and speaker helping others to build and start successful towing businesses around the country at www.TheTowAcedemy.com. Want to learn more email him direct at don@thetowacedemy.com.
hd-rates

Facebook Marketing

download f6a4cBy Don G. Archer

With Facebook users now counted in the billions, there's a huge advantage to incorporating it as part of a marketing strategy in your business.

When people know, like and trust you, they'll want to do business with you. Posting on your Facebook business page gives those who've liked your page the opportunity to see your post. You're putting yourself out there, allowing all who come across your post to like, comment and share. You're giving them a chance to get to know you.

If you do it right and continue to interact with them by commenting, liking, and sharing their stuff as well, they will begin to recognize you and the thumbnail image on your posts.

Once you've been accepted into their tribe and they believe that you're walking alongside them, you are perceived as different. No longer are you just a business that wants to take their money; you're a helping hand available whenever the need arises.

The good news is that Facebook marketing is the cheapest marketing on the planet. With payouts as low as 10 cents per click, you can't beat it.

Like Campaign

For $3 per day you can run a Facebook "Like" campaign. The more "Likes" you have, the wider your post reach, which simply means more people are seeing your stuff.

To do this you need to create an appealing ad that entices people to click. When they click, they are agreeing to have your posts show up in their feed. You can target people with various interests; but in this case I would just choose the specific geographic area you want your posts to show in.

This can be highly effective; our clients are averaging 10 to 20 new likes per week with just $3 per day. Be warned: if you don't engage with these people regularly you'll be wasting your money, because your posts will cease to appear in their feed.

Click Campaign

For $5 per day you can drive clicks to your website. To do this you need to create another appealing ad and link it to your website. The more clicks to your site tells Google you're doing something right, and over time your site's authority will gain momentum. You'll be found consistently on Google's front page for your targeted keywords.

Remarketing Pixel

For $5 per day you can create an ad that targets people who have already visited your site. Here's how this is done:

1. First create an ad that has an attractive image that's relevant to your message. Maybe it's a smiling lady holding her smartphone.

2. You could say something like "Are You Prepared for a Breakdown?" and a tagline that says "Do You Have the Phone Number of a Local Tower in Your Phone?"

3. Then create a free remarketing or retargeting pixel in Facebook.

4. Install the pixel on your website.
Then when a person lands on your website your pixel will attach to their browser ID. Every time they go back to Facebook they will see your ad reminding them to put your phone number into their phone.

Consistency is the key. For any of this to be effective, you or someone you designate must post at minimum of once daily.

Engagement matters. You must engage your audience; the more liking, sharing and commenting with others the more effective your posts are and the further your posts will reach.

Not everything is post-worthy, so consider these four types of posts that are effective for the towing business:

• Reviews: Post every positive review you receive from across all the directories you're listed on. People make decisions with the help of reviews and when all they see is five stars on your page, it provides you with a big boost.

• Trucks and your people: These are posts of your trucks, tows and recoveries you've done, training and/or accomplishments of your employees.

• Puppies, kittens and children: When people pull out their phones after (or during) a long day's work and go to Facebook, they're not looking for pictures of tow trucks. They're looking for something funny they can share with their wife or husband. When you share things that YOU like—close calls, something silly or uplifting, they want to share it too. It's like a treasure hunt, the first one to share something hilarious wins.

• Your journey: Talk about how you got into the towing business and why. In a positive way, discuss the daily struggles. The ins and outs of working with law enforcement, motor clubs, performing recoveries. Talk about your support system of family, friends, colleagues, contractors, bankers, salesman and anyone who's helped you along the way. When you open up like this, you're letting them know who you really are.

The hardest part is staying consistent. If you embrace it with the understanding that you're doing it to grow your business and can see the results on your bottom line, you'll grow to love it.

American Towman Field Editor-Midwest Don G. Archer is also a multi-published author, educator and speaker helping others to build and start successful towing businesses around the country at TheTowAcademy.com. Don and his wife, Brenda, formerly owned and operated Broadway Wrecker in Jefferson City, Mo. Email him direct at don@thetowacademy.com.
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